How many nights have you gone home from work, sat down at your kitchen table, and enjoyed a nice, cold beer?

We bet your beer didn’t tell a story, at least not one like the cans of Dog Tag Brewing Company do.

Seth Jordan started his career at ESPN, and after two years in its New York City office, he packed up, and joined the U.S. Marine Corps, where he would stay – and serve – for nearly a decade.

But his service didn’t end there. Instead, it continued: with beer.

Dog Tag Brewing is a craft beer company – mostly lagers and IPAs – but what makes it special? Each can delivers “a message of gratitude for the selfless sacrifice of our nation’s military.” This includes the name, rank, and story of a fallen hero.

“We tell the stories of our fallen warriors and work directly with their families to determine the best way that proceeds can honor their memory,” says Jordan.

In addition to Dog Tag, Jordan recently set up a nonprofit called Dog Tag Brewing Foundation. The brewing company feeds into this foundation, whose board members consist of “recently transitioned veterans from these past two wars who know what it is like to lose comrades,” Jordan told A Plus.

“It is kind of neat how we are there to provide financial, consulting and advisory services for the families of the fallen as they prepare to do things in their communities to preserve their loved one’s legacies,” he said.